BIS Benefits is a Georgia insurance broker handling group health benefits and commercial insurance for small businesses. They came to 20North to grow the leads coming through their website organically, so more of the right business owners could find them in search rather than through paid channels alone.

The plan paired top-of-funnel content with high-intent page work, then expanded across Georgia as the results came in.

Key opportunities included:

• Growing organic leads from business owners searching for group health and commercial insurance
• Building topical authority and EEAT in a field where trust drives the decision
• Winning high-intent searches for the services BIS sells
• Owning local search across the Georgia markets BIS serves
• Supporting the written content with video that performs on YouTube and LinkedIn

20North ran an SEO program that led with content and local page work, backed by video production, and scaled it across Georgia as rankings and leads grew.

Informational Content and EEAT

• Produced blog content targeting the questions business owners ask before choosing a broker
• Built topical authority around group health benefits and commercial insurance to prove experience, expertise, authoritativeness, and trustworthiness
• Tied each topic closely to the services on the BIS site so the content supported real business goals

Video Content for YouTube and LinkedIn

• Planned, shot, and produced videos to pair with the blog strategy
• Published the videos on YouTube and LinkedIn to widen reach and reinforce the written content
• Gave BIS a content library that supports both search and social

High-Intent Page Optimization

• Optimized existing high-intent pages around the terms prospects use when they are ready to talk to a broker
• Sharpened the pages tied most closely to the services that drive revenue

Local SEO Across Georgia

• Built new location pages for the Georgia markets BIS serves
• Started by owning the greater Atlanta area, which became an early win
• Expanded across the rest of Georgia as the Atlanta results proved the approach

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The Atlanta success gave BIS the confidence to double their SEO engagement with 20North to reach results across the state faster.

A construction equipment manufacturer came to 20North to grow qualified leads from paid search and do it efficiently. The company builds equipment for masonry, hardscape, and related trades, so the paid program had to reach professional buyers researching specific machines and keep cost per lead under control while doing it.

The opportunity was to spend less on traffic that never converts and put that budget behind the contractors and crews actively searching for the equipment the company builds.

Key opportunities included:

• Capturing high-intent searches from buyers looking for specific equipment types
• Cutting wasted spend on low-intent, off-topic, and junk clicks
• Sending paid traffic to pages built to convert rather than generic product listings
• Tightening conversion tracking so reporting reflects leads, not just clicks
• Measuring lead quality so budget follows the inquiries most likely to close

20North audited the account, rebuilt keyword targeting around the equipment buyers actually search for, and built dedicated landing pages to turn that traffic into calls and emails.

Paid Media (Google Ads)

• Improved keyword targeting around high-intent equipment searches by machine type and application
• Expanded negative keyword lists to cut off-topic, DIY, and job-seeker traffic
• Built dedicated landing pages tied to campaign intent instead of pointing ads at generic product pages
• Structured campaigns so budget maps to the equipment lines with the strongest demand
• Held a weekly optimization cadence, testing ad copy, keywords, and bidding over time

Measurement and Transparency

• Validated conversion tracking through GA4 and platform pixels so leads tie back to calls and email inquiries
• Measured lead quality so spend could shift toward the sources producing real buyers
• Documented every change and the reasoning behind it in a shared project tracker
• Reported on a regular cadence with a dashboard the client owns and can check anytime

The result was a leaner account pointed at the buyers most likely to convert, with landing pages built to capture them and budget moving toward whatever produced the strongest lead volume at the lowest cost.

A multi-location eye care practice serving the Washington, DC and Maryland area came to 20North to grow qualified patient leads from paid search and do it efficiently. The practice runs offices across several markets and covers a wide range of care, so the paid program had to pull in patients for high-value services while keeping cost per lead under control.

The opportunity was to spend less on traffic that never converts and put that budget behind the people actively searching for eye care in each service area.

Key opportunities included:

• Capturing high-intent searches from patients looking for cataract, glaucoma, LASIK, and general eye care
• Cutting wasted spend on low-intent, unrelated, and junk clicks
• Tightening conversion tracking so reporting reflects real leads, not just clicks
• Improving targeting and bidding efficiency across multiple locations
• Giving the practice clear visibility into what changed and why

20North audited the account, rebuilt its structure around services and locations, and moved to a weekly optimization cadence instead of a set-and-forget approach.

Paid Media (Google Ads)

• Built search campaigns around high-intent service searches like cataract surgery, glaucoma treatment, LASIK, and eye exams
• Structured campaigns by service line and by office so budget maps to the demand in each market
• Expanded negative keyword lists to cut low-intent traffic, including job seekers, DIY searches, and unrelated queries
• Directed each ad to the matching service or location page rather than a generic homepage
• Adjusted geographic targeting to each office's local service area
• Navigated healthcare advertising policies to keep campaigns running cleanly

Measurement and Transparency

• Validated conversion tracking through GA4 and platform pixels so leads tie back to calls, forms, and booked appointments
• Documented every change and the reasoning behind it in a shared project tracker
• Reported on a regular cadence with a dashboard the practice owns and can check anytime
• Held an active weekly optimization cadence, testing ad copy, keywords, and bidding over time

The result was a leaner account pointed at the searches most likely to become patients, with budget shifting toward whatever produced the strongest lead volume at the lowest cost.

Decusoft is a B2B software company with a compensation management platform built for mid-market HR and finance teams. They came to 20North with a one-person internal marketing team and a crowded, well-funded competitive set working against them.

Their organic presence was 94% branded at kickoff, meaning almost every click came from people already searching for Decusoft by name. The HR and finance buyers comparing compensation platforms were landing on competitors instead, many of whom sell workforce management suites that include compensation as one feature of many rather than tools built specifically for the job.

Key opportunities included:

• Growing non-branded organic clicks against a 10% three-month goal
• Outranking generalist workforce suites that treat compensation as one feature of many
• Building topical authority around the problems compensation managers search, including pay compression, LTIP, variable comp and incentive plan design
• Modernizing the homepage and feature pages so the sales team could show them in demos
• Improving on-page conversion through CTA and form placement
• Earning citations in AI answer engines as those tools become part of the buyer journey

20North ran an SEO program paired with a site redesign and a conversion-focused UX update, built around the specific terms compensation buyers actually search.

Platform, Feature, and Use Case Page Optimization

• Rewrote and expanded the Compose platform page to target high-intent compensation keywords
• Optimized feature pages around the pain points buyers search, including reporting and analytics, incentive planning and sales commissions
• Built new high-intent pages for compensation budgeting, benchmarking, executive compensation, salary progression and variable compensation

Topic Cluster Blog Content

• Produced 1500-word blogs targeting informational keywords compensation managers actually search
• Built topic clusters around pay compression, variable comp, LTIP, clawback and incentive plan design
• Optimized existing blogs that had ranking potential but needed on-page work

Homepage and Feature Page Redesign

• Redesigned the homepage for a modern, updated feel the sales team could show in demos
• Rebuilt the feature pages with a layout that supports both SEO content and conversion
• Set the design system up to roll across the remaining feature pages

UX and Conversion Rate Optimization

• Prioritized CTAs across the templates so organic visitors had a clear next step
• Repositioned demo forms and secondary CTAs so sales commission, predictive compensation and contact paths all converted

Technical SEO and AI Readiness

• Fixed the technical issues flagged in the kickoff audit, including 4xx errors, broken links, missing H1s and alt-text gaps
• Added organization schema and an LLMs.txt file so AI answer engines could cite Decusoft content
• Monitored citation share and AI visibility alongside traditional rankings

The result is a Decusoft site that ranks for the problems compensation buyers search, converts the traffic it earns, and gets cited by AI answer engines alongside the top competitor set.

John's Sewer and Drain Cleaning has served the greater Boston area since 1976 with full service drain and sewer solutions for residential and commercial customers. With 65 trained technicians averaging 10 to 15 years of experience and a goal of being on site within two hours of a call, the business had the capacity to grow. What it needed was a digital presence strong enough to put the company in front of customers at the exact moment a drain or sewer problem hits.

When a drain backs up or a sewer line fails, people turn to Google. They need someone local, available right away, and willing to show up, even at 2 a.m. John's Sewer needed to own those searches across more than 20 cities and towns, outrank larger regional competitors, and convert that visibility into direct calls to their team.

Key opportunities included:

• Expanding visibility across every service area in and around Boston
• Ranking for high intent service terms like drain cleaning, sewer line repair, water jetting, and pipe lining
• Capturing emergency search traffic around the clock
• Growing the Google Business Profile presence that drives direct calls and directions
• Building out service and location content that reflects the full scope of commercial and residential work the company handles

20North built an SEO program centered on local search intent and deep service coverage. Every page was mapped to how real customers in the Boston market search when they need drain and sewer help.

SEO Strategy

• Optimized the main service pages first, prioritizing the services with the strongest local search volume
• Built new pillar pages for services John's Sewer offers that previously had no dedicated page, informed by local keyword demand
• Added additional service pages that describe the same work in the different ways customers actually phrase their searches
• Created a full set of location pages for the 20+ cities and towns served, supported by an interactive service area map
• Produced keyword focused blogs and ongoing blog optimizations to grow non-branded discovery
• Used Google Keyword Planner at the Boston level to guide service and location page targeting
• Used Semrush for blog topic research and competitive keyword gap analysis

Google Business Profile

• Ran ongoing Google Business Profile optimizations to strengthen local pack visibility
• Kept business information, service lists, and attributes current and accurate
• Supported the profile with service and location content that reinforces the areas John's Sewer actually serves

Technical SEO and Site Health

• Technical SEO fixes supported by 10 dev hours per month
• Ongoing cleanup to keep the site crawlable, fast, and aligned with how Google ranks local service businesses

Tommy Docks came to 20North in September 2024 to grow its direct-to-consumer channel. Historically, wholesale and partnership sales drove 80 to 90 percent of revenue, and the website reflected that, serving those relationships more than consumers searching for docks and hardware on their own. The catalog needed consumer-facing search visibility built around the products that drive online sales.

The work centered on expanding and improving collection and product page content for the products consumers search for, dock sections and hardware, supported by SEO blog work and technical cleanup. As AI-driven search reshaped how pages get surfaced, the program adapted content structure to match.

Key opportunities included:

• Building consumer search visibility for a historically wholesale catalog
• Ranking the dock section and hardware products that drive online sales
• Growing the add-on and replacement-part channel beyond full dock systems
• Reaching shoppers earlier with informational, dock-related content
• Resolving technical issues limiting crawling, indexing, and rankings

20North built an SEO program that led with collection and product page optimization, expanded into dock hardware and supplementary products, and reinforced both with blog content and technical fixes.

Collection Page Optimization

• Improved collection pages to target the products and use cases shoppers search for when planning or upgrading a dock
• Optimized collections around different dock types
• Built location-based relevance for docks used on lakes, marshes, rivers, and similar waterfront settings
• Created clearer product category content that supports both search visibility and shopper research

Dock Hardware and Supplementary Product Growth

• Expanded the collection strategy beyond primary dock systems to build the B2C channel for add-on products
• Optimized dock hardware collections and related supplementary products
• Targeted shoppers looking for replacement parts, upgrades, and dock accessories
• Built more entry points for customers who are not shopping for a full dock system

The ranking gains landed on the product terms the strategy prioritized. Page-one keywords grew 16.8%, from 1,017 to 1,188, comparing September 2024 with September 2025, and organic sessions rose 17.8%, from 6,703 to 7,894, with users up 20.0%, from 5,423 to 6,507 over that first year.

Blog and Topic Cluster Strategy

• Wrote and optimized blogs to build authority around dock ownership, planning, maintenance, and product selection
• Created informational content that supports common dock-related searches
• Built topic clusters that strengthen the relevance of core collection pages
• Reached users earlier in the buying journey, before they are ready to purchase

Technical SEO Cleanup

• Resolved technical issues that could create indexing problems or limit the site's ability to rank in search
• Addressed barriers affecting search engine crawling and indexing
• Improved the site foundation so optimized collections and blogs perform better
• Supported stronger long-term visibility across informational and product searches

Recent momentum showed up in the trailing 90 days year over year, with page-one keywords up 25.8%, from 1,155 to 1,453, and total ranked keywords up 23.5%, from 5,366 to 6,628.

TRUX Parking came to 20North in November 2024 to grow qualified traffic and leads across a network of truck parking locations. On the paid side, the goal was to reach professional drivers searching for secure parking and do it efficiently. On the organic side, the starting point was close to zero: five locations, location pages that carried maps and conversion buttons but no written content, and effectively no organic search footprint.

Key opportunities included:

• Reaching professional drivers during high-intent parking searches
• Improving paid efficiency while supporting new location launches
• Building organic visibility for a site that had almost none
• Giving location pages the written content search engines could index and rank
• Structuring content for both traditional and AI-driven search

20North ran a Google Ads program alongside an SEO build, growing both as TRUX expanded past 100 locations.

Paid Media (Google Ads)

• Built search campaigns around high-intent truck parking searches
• Targeted location-specific searches in the markets TRUX serves
• Used messaging centered on safety, accessibility, reliability, and convenience
• Directed drivers to relevant location and parking pages
• Supported new location launches with dedicated advertising coverage
• Adjusted geographic targeting to each facility's service area
• Monitored performance by location, campaign, and keyword, shifting budget toward the strongest lead volume and efficiency

The paid program grew reach while lowering cost. Comparing the first three months with the most recent three, impressions rose more than 150% and clicks more than 90%, while average cost per click fell nearly 47% and cost per lead dropped 32%, all on a budget that increased only about 3%.

SEO: Where TRUX Started

• Built out the full site to establish the foundation needed to compete in search
• Added written content to location pages that previously carried only maps and conversion buttons
• Focused on the locations owners flagged as priorities, in growth markets and those already showing momentum

SEO: Scaling With the Network

• Settled into a monthly cadence of four page optimizations and two blogs
• Centered optimization on location pages, since the site is built around them
• Produced more than 100 location page optimizations and 30-plus blogs as the network grew
• Supported a light rebrand with a refreshed color scheme and writing guide

Organic visibility grew off a near-zero base. Comparing the most recent 90 days with the same period a year earlier, organic sessions rose 129.9%, from 4,788 to 11,007, and users 175.4%, from 2,291 to 6,309, while page-one keywords grew more than 1,000%.

Structuring for AI Search

• Developed ways to structure blogs and page content for scannability
• Built content to perform for traditional search engines and the AI systems pulling answers directly from the page

Motorcycle Closeouts wanted to grow online sales while helping more riders find authentic, brand-name gear at closeout prices. As a retailer working with limited sizes and quantities on fast-changing inventory, the goal was not to increase traffic on its own. The campaigns had to balance new-customer acquisition, retargeting, category priorities, inventory availability, and profitable return on ad spend, while the organic side had room to grow off a catalog with little supporting content.

20North built an integrated Google and Meta program to increase purchases, acquire new customers, and re-engage interested shoppers, paired with an ongoing SEO build.

Meta Ads

• Used Advantage+ to find and convert high-value shoppers, with a dedicated prospecting campaign to test new audiences and segments
• Maintained retargeting for website visitors and social engagers, segmented by visit and engagement windows, with dynamic retargeting tied to browsing activity
• Excluded recent purchasers from acquisition targeting to keep prospecting budgets focused on incremental customers
• Developed category-specific creative for street, adventure, off-road, men's, women's, local, and seasonal audiences
• Tested product, lifestyle, savings, and limited-inventory messaging, shifting budget toward stronger campaigns and concepts

Google Ads

• Separated branded and new-customer acquisition campaigns to evaluate incremental growth
• Broke priority products, street gear, and off-road gear into dedicated campaigns, each with its own budget so it could scale without competing against the full catalog
• Used Performance Max to promote available closeout inventory
• Used competitor URLs and audience signals around brands, rider interests, and shopping behavior to sharpen targeting
• Reviewed search terms and expanded negative keyword lists to improve traffic quality
• Adjusted target return-on-ad-spend goals and reallocated budget across branded, acquisition, priority-product, street, and off-road campaigns based on performance

SEO

• Built content blocks on collection pages to explain the product offering rather than leaving bare product grids
• Refreshed metas across the catalog, with ongoing meta refreshes to keep improving visibility
• Produced blogs to widen the keyword footprint, shifting content toward fast comprehension as AI search changed how pages get surfaced
• Currently supporting a site migration from BigCommerce to Shopify

The organic build added the supporting content the catalog was missing, giving collection pages real copy and widening the range of terms the site could rank for.

Sports Unlimited came to 20North after an extended organic slide, with more than a year of falling rankings and organic revenue moving the wrong direction. The catalog had lost visibility on the products that mattered most, and the site needed to rebuild search authority before it could recover the traffic and sales it had shed.

The work started by re-establishing topical authority through informational content and adding SEO rich content to the highest-value collection pages. As rankings recovered, the program evolved to meet AI search demand through answer-driven content and proof points that show shoppers why to choose Sports Unlimited.

Key opportunities included:

• Reversing more than a year of declining rankings and organic revenue
• Rebuilding search authority across the catalog
• Recovering visibility on the highest-value collection pages
• Reaching shoppers earlier with informational, question-led content
• Positioning content and structure for AI search and answer engines

20North built an SEO and answer-engine program that led with authority-building content, then reinforced the collection pages most tied to revenue and prepared the catalog for AI search.

Foundational EEAT and Blog Strategy

• Launched an informational content program to establish experience, expertise, authoritativeness, and trustworthiness
• Targeted the questions shoppers ask before buying
• Signaled subject knowledge to search engines to support rankings across the catalog

Priority Collection Page Optimization

• Added SEO rich content to the highest-value collection pages
• Focused on rankings that had eroded over the prior year
• Rebuilt organic visibility on the products most important to the catalog

The recovery showed up fastest where it counted. Year over year, organic sessions grew 85.3%, from 25,745 to 47,705, and organic users doubled, up 100%, while page 1 keywords rose 41.8%, moving high-value terms back onto the first page even as the total keyword pool stabilized after a year of decline.

Answer Driven Content for AI Search

• Evolved the blog strategy to meet AI search demand
• Built blogs around answer-driven topics such as "best football helmets for 2026"
• Used listicle and comparison formats suited to AI engines and buyer research

Conversion Proof Points and Technical Infrastructure

• Incorporated proof points into priority collection pages to show shoppers why to choose Sports Unlimited
• Implemented an llms.txt file, page-specific schema, and structured data to make content readable by large language models

The AEO work moved the AI search metrics in step with organic. AI Visibility rank improved from 16 to 12 as the visibility score rose from 8.5% to 9.8%, Share of Voice rank climbed from 16 to 12, and the site held its #4 Citation rank in a competitive field.

Visionary Eye Doctors, a multi-location ophthalmology and oculofacial plastic surgery practice across the Washington, DC and Maryland area, partnered with 20North to grow its presence in local search. At the start of the engagement, the practice had a small organic footprint relative to the range of services and locations it covered.

Over a multi-year partnership, the work expanded from foundational local SEO into a full content and answer-engine program, building visibility across every location and service line while positioning the practice at the front of AI-driven search as that channel became a larger part of how patients find care.

Key opportunities included:

• Growing organic visibility from a small starting keyword footprint
• Building local search presence across multiple DC and Maryland locations
• Covering the full range of ophthalmology and oculofacial service lines
• Reaching patients researching conditions and procedures before booking
• Establishing leadership in AI search and answer engines

20North built a local SEO and answer-engine program that scaled content across the practice's locations and services, then positioned that content to be surfaced and cited by AI search.

Local SEO Across Locations

• Built and optimized location pages across the practice's DC and Maryland offices
• Tailored each page to the services offered at that location rather than a one-size template
• Optimized Google Business Profiles to reflect accurate services and information
• Strengthened local relevance for the markets each office serves

Service and Pillar Page Development

• Built pillar and service pages across the ophthalmology catalog, including cataract, glaucoma, cornea, and LASIK care
• Developed oculofacial plastic surgery pages spanning eyelid, tear duct, orbital, and reconstructive procedures
• Optimized pages around the terms patients use when searching for care
• Expanded coverage as the practice added services and locations

Informational and Answer-First Content

• Produced informational content targeting the questions patients ask before booking
• Built topical authority across both routine eye care and specialized surgical services
• Structured content for fast comprehension and answer-first search

Across the partnership, the footprint grew substantially. Since the engagement began, organic keywords rose 169.2%, from 3,271 to 8,804, and page 1 keywords rose 169.8%, from 311 to 839, expanding the practice's reach across its service lines and locations.

Answer Engine Optimization

• Built an AI-visibility program with tracked prompts across every location and core service
• Targeted high-intent local queries such as "eye doctor in Bethesda" and "oculofacial plastic surgeon"
• Structured pages and content to be read and cited by large language models
• Monitored AI Visibility, Share of Voice, and Citation performance against competitors

The AEO work put Visionary at the front of AI search in its market. The practice holds the #1 rank in AI Visibility with a score of 49.3%, the #1 rank in Share of Voice, and the #1 rank in Citations, leading the field as patients increasingly turn to AI-generated answers when choosing care.

Pants Store is a family-owned apparel retailer founded in 1950 by Taylor Gee in Leeds, Alabama. What started as a single pants shop has grown into a destination for clothing, shoes, and accessories for the whole family, with seven locations across Alabama and one in Oxford, Mississippi. Now run by the third generation of the Gee family, the brand carries names like New Balance, Hoka, Birkenstock, and Free People has become a go-to source for SEC gameday style across the South.

Pants Store also built a large and engaged social following. Its Tuscaloosa store and #bamarush content turned the brand into a TikTok sensation and drove major spikes in online sales, and pantsstore.com now ranks among the company's top-performing locations, with more than half of online orders shipping out of state. That reach created an opportunity. Much of the brand's organic visibility leaned on branded searches, while demand for the apparel brands it carries and the categories it sells went uncaptured in non-branded search.

Pants Store partnered with 20North in 2025 to close that gap. The work started with foundational blog and collection page optimization, expanded into branded apparel targeting and social integration, and grew into answer engine optimization as AI search gained share.

Challenges across organic and AI search:

• Organic visibility concentrated on branded search terms
• Demand for the apparel brands Pants Store carries going uncaptured in non-branded search
• Main collection pages lacking SEO-friendly content
• A large social following that was not translating into on-site search traffic
• No infrastructure for AI search visibility

20North deployed a phased SEO strategy that scaled from broad collection coverage into branded apparel targeting and AEO infrastructure, layering in social integration and original voice to match how Pants Store's audience already engages with the brand.

Foundational Blog and Page Optimization Strategy (August 2025)

• Launched with 5 blog posts per month targeting long-tail informational keywords, each built with custom infographics, internal linking strategy, and defined target keywords
• Paired blog work with 6 monthly page optimizations that added SEO-friendly content to main collection pages

Technical SEO Maintenance

• Monthly meta title and description optimization across the site to address visibility gaps and improve click-through rates

Branded Keyword Expansion

• Shifted focus to capturing demand around the clothing brands Pants Store carries after broader collection rankings established momentum

Brand Collection Pages

• Built out and optimized dedicated pages for the apparel brands in the Pants Store catalog

Brand-Focused Blog Content

• Layered in blog posts targeting specific apparel brands to support the collection page work and capture brand-specific search demand

Social Integration

• Embedded TikTok content within blog posts to bridge the gap between Pants Store's large organic social following and on-site search traffic

AEO Integration

• Expanded the program to address answer engine optimization as AI search gained share, building on the existing SEO foundation

Technical Infrastructure

• Implemented LLMS.txt, page-specific schema, and structured data to make content readable by large language models

Authority Through Original Voice

• Integrated unique quotes from Pants Store employees into blog content to showcase in-house expertise and brand voice, both of which perform well on AI engines

The phased approach paid off. Organic users grew 61% and sessions rose 49% as the collection and brand pages captured demand that branded search alone had been missing, and page 1 keyword coverage expanded 42%. On the AEO side, the new infrastructure began earning results in AI answer engines, lifting Pants Store's citation rank from #9 to #3.

SuitShop came to 20North already performing well, with a clear goal: be more competitive at the top of the funnel, where larger suiting brands were capturing early-stage shoppers first.

Two forces made that harder. The suiting category was facing an industry-wide decline in search demand, so visibility had to be won against a shrinking keyword pool. At the same time, Google's algorithm updates increasingly penalized thin or duplicative product pages, a structural problem across suit retail, where the same jacket is often described the same way across ten colors. The work needed to grow qualified visibility while modernizing the catalog for AI-driven, zero-click search.

Challenges across organic and AI search:

• An industry-wide decline in suiting-category search demand
• Larger competitors capturing top-of-funnel shoppers first
• Google updates penalizing thin and duplicative product pages
• Repetitive catalog copy, the same jacket described the same way across colors
• The shift toward zero-click, AI-driven search

20North built an SEO and answer-engine optimization program focused on capturing higher-intent demand, expanding topical coverage, and defending product pages against algorithm shifts.

Collection Strategy

• Optimized existing collection pages and built net-new collections to capture audiences with more specific search intent
• Expanded category coverage so shoppers searching by occasion, fit, or style land on a page built for that intent rather than a generic product grid

Content and Answer Engine Optimization

• Produced guide-style blog content spanning weddings, business, and formal events to compete across every suiting occasion
• Implemented AEO tactics built for the zero-click era, structuring content to be pulled directly into AI-generated answers
• Targeted top-of-funnel questions to reach shoppers earlier, before competitors captured them

Product Page Defense

• Diversified product description language across the catalog to counter the Google update that penalized thin and copy-paste pages
• Rewrote repetitive product copy into differentiated content that holds up under current ranking criteria

The approach held up against a difficult market. Organic keywords grew 41.6% year over year even as suiting-category search demand contracted, and the answer-engine work kept SuitShop at the top of AI-generated results while competitors fought for the same shrinking pool.

Coastal Veterinary Care set out to grow its client base without filling the schedule with low-value, one-time appointments. The clinic needed a digital marketing strategy that could attract more pet owners worth keeping, improve visibility for high-intent local searches, and give a clearer picture of which marketing efforts were actually generating appointments.

After more than two years of partnership with 20North, Coastal Veterinary Care strengthened its local search presence, sharpened its targeting, and built a more consistent pipeline of new leads. Organic traffic climbed more than 570% and contacts followed, with the growth holding steady enough that the clinic added another veterinarian to keep up with demand.

Key opportunities included:

• Attracting more high-value, long-term clients
• Reducing traffic from low-intent and price-focused searches
• Improving visibility for competitive local veterinary terms
• Connecting marketing performance more closely to calls, forms, and appointments
• Building a more predictable system for ongoing client acquisition

20North developed an integrated SEO and paid media strategy focused on increasing appointment opportunities while reducing wasted spend.

Paid Media

• Refined keyword targeting around high-intent veterinary services
• Reduced spend on low-quality, irrelevant, and price-focused searches
• Improved geographic targeting to reach pet owners within Coastal Veterinary Care's service area
• Tested service-specific and seasonal messaging
• Strengthened landing-page alignment between ads, services, and customer intent
• Monitored call and form quality to guide ongoing campaign optimizations
• Maintained an active optimization cadence rather than a "set it and forget it" approach

SEO Strategy

• Improved local visibility for high-value veterinary searches
• Optimized service pages around the terms prospective clients use when looking for care
• Built out new service pages around high-intent veterinary service terms
• Strengthened the site's content and search structure
• Focused on non-branded discovery to reach pet owners not already familiar with the clinic
• Improved visibility for searches such as "myrtle beach vet" and "emergency vet myrtle beach sc"
• Built sustainable organic traffic alongside paid lead generation
• Updated the Google Business Profile to reflect services correctly and post up-to-date information
• Ran monthly SEO audits and technical work
• Developed a blog strategy focused on attracting new audiences and supporting conversion-ready users

The non-branded push worked. Organic users grew 577% year over year and sessions rose 491%, expanding the clinic's reach well beyond its existing client base. Search impressions climbed 7,443% as coverage expanded, keyword coverage grew 748%, and page 1 keywords rose 1,415%, moving the clinic onto the first page for the local terms that drive appointments.

Tracking and Measurement

• Validated conversion tracking across forms, calls, and advertising platforms
• Used tracking numbers to understand which campaigns generated inquiries
• Created a shared reporting process focused on leads and appointment-driving activity
• Established a feedback loop around lead quality so targeting could be refined over time

With tracking validated across every channel, the results showed up where they mattered. Form submissions climbed 167% year over year, click-to-call actions grew from 0 to 127 in the last 90 days, and across SEO and paid together, the clinic now generates more than 350 new leads a month.

Ethos Therapy Solutions is a specialized healthcare brand focused on therapeutic beds and pressure-injury solutions. Its audience is specific: healthcare professionals, caregivers, home health agencies, and equipment buyers researching air fluidized therapy beds and wound-care support surfaces.

For a brand this focused, more website traffic was never the goal on its own. The work needed to balance broader reach with high-intent targeting and steady gains in lead quality, while the organic side had real room to grow off a small starting keyword footprint.

Key opportunities included:

• Reaching more healthcare professionals, caregivers, and equipment buyers actively researching solutions
• Balancing wider reach with high-intent, high-quality lead capture
• Cutting wasted spend from employment, recruitment, and unrelated caregiver searches
• Rebuilding organic visibility from a small starting keyword base
• Earning rankings for the specialized categories that define the business

20North ran a Google Ads program alongside an ongoing SEO build to capture high-intent demand and rebuild organic visibility.

Paid Media

• Built Search campaigns around high-intent therapeutic bed, pressure-injury, and patient-care searches
• Used Performance Max to expand reach across Google and introduce Ethos to a wider healthcare audience
• Balanced Performance Max reach with the keyword and search-term control of Search
• Expanded negative keyword lists to cut employment, recruitment, certification, and unrelated caregiver traffic
• Reallocated budget and tested target cost-per-acquisition bidding based on performance
• Replaced Performance Max assets affected by healthcare advertising policies
• Maintained an active optimization cadence and validated conversion tracking at the keyword and search-term level

SEO

• Ran an ongoing blog program targeting top-of-funnel and bottom-of-funnel topics
• Optimized all major website pages
• Built new pillar pages for each location in the Ethos coverage area
• Ran regular SEO audits and technical fixes
• Delivered website development projects, including a full homepage redesign

The build worked on both fronts. Organic users grew 236% and sessions rose 208% as the blog, page optimizations, and location pillar pages rebuilt demand off a small starting base. Keyword coverage expanded more than 1,000%, and page 1 keywords climbed 1,282%, moving Ethos onto the first page for the specialized terms that define its categories.

Before working with 20North, Garrett relied on Constant Contact for email marketing. While the platform allowed for basic sending, the program lacked the sophistication needed to truly drive revenue:

• No revenue tracking meant Garrett couldn’t connect email campaigns to business outcomes.
  
• Minimal list segmentation limited the ability to deliver targeted, personalized content.
  
• Lack of send strategy or automated flows left revenue-driving opportunities untapped.‍
• Campaign performance lagged, with engagement plateauing and conversion rates unmeasured.

20North Marketing migrated Garrett’s email program from Constant Contact to Klaviyo, unlocking advanced segmentation, automation, and performance tracking.

Key initiatives included:

• Platform Migration: Seamlessly moved to Klaviyo for robust analytics, attribution, and scalability.
  
• List Segmentation: Implemented behavior-based and interest-based segments to improve targeting.
  
• Send Strategy: Optimized send frequency, timing, and audience selection to boost engagement.
  
• Automation: Deployed high-impact revenue-driving automations such as welcome flows, abandoned cart emails, and post-purchase nurturing.‍
• Performance Tracking: Tied campaigns directly to revenue attribution, enabling data-driven decision-making.

Malta Dynamics, founded in 2015 and headquartered in Malta, Ohio, is a full-service provider of fall protection equipment, rentals, and safety solutions used across construction, aviation, and manufacturing. With a broad catalog of harnesses, anchors, lifelines, and compliance kits, the brand needed to grow online sales and stand out in a competitive safety market.

20North built a full-funnel program that paired paid media and email with a large SEO and content foundation, then evolved to lead AI-driven search as that channel grew. The work carried through a full site relaunch in early 2026, keeping revenue and traffic climbing while the new site established itself in search.

Key opportunities included:

• Growing online sales across products and rental offerings
• Building organic authority in a competitive fall protection market
• Reaching contractors researching compliance and equipment before buying
• Maintaining momentum through a full site relaunch
• Establishing leadership in AI search and answer engines

20North deployed a full-funnel strategy that combined immediate-impact paid media with long-term SEO and answer-engine growth.

SEO and Content Expansion

• Optimized collection pages across harnesses, anchors, self-retracting lifelines, guardrails, and compliance kits
• Produced a large library of blog content on fall protection, roofing safety, ladder safety, and equipment inspection
• Built internal linking between educational content and product pages
• Extended reach through video content and infographics

Paid Advertising

• Ran Google Search Ads on non-branded terms to drive new leads for the XSERIES and rental offerings
• Launched Google Shopping Ads to capture immediate online product sales
• Built Meta Ads campaigns for lead generation and priority product promotion
• Scaled spend strategically as campaign performance improved

Conversion and Email

• Built dedicated, high-converting landing pages tailored to campaign goals
• Deployed targeted email flows to nurture leads and drive repeat purchases
• Ran monthly competitor audits to identify new opportunities

AEO

• Structured pages and content to be read and cited by large language models
• Built an AI-visibility program tracking prompts across core products and topics
• Targeted high-intent queries around fall protection equipment and compliance
• Monitored AI Visibility, Share of Voice, and Citation performance against competitors

Momentum Through a Site Relaunch

• Carried the content and authority program through a February 2026 site migration
• Preserved and rebuilt rankings on priority product and collection pages
• Kept revenue and traffic growing while the new site indexed

The strategy produced growth across the board. Year over year, organic sessions grew 35.3%, from 18,629 to 25,208, and organic users grew 32.9%, from 13,220 to 17,569, with page 1 keywords up 5.7% even as the site worked through its relaunch. Revenue followed sharply, with organic revenue up 444%, from $14,419 to $78,445, and online orders growing from 35 to 401.

Founded in 2003, Rinse Bath & Body Co. is a family-owned business based in Monroe, Georgia, specializing in handmade bath and body products. What began as a creative hobby for founder Heather evolved into a thriving brand built on craftsmanship and quality. By 2024, Rinse sought to scale its e-commerce presence and partnered with 20North to overcome challenges:

• Limited visibility for high-value keywords in search results
• Difficulty attracting top-of-funnel consumers
• A need to expand brand awareness and reach new audiences

20North implemented a data-driven SEO strategy to drive organic growth and improve on-site engagement.

• Optimized the website for high-value keyword rankings
• Created targeted content to capture top-of-funnel traffic
• Redesigned product and category pages for better user experience
• Strengthened internal linking structure for improved navigation and crawlability

Dead Air Silencers, a leading name in the 2A community and American-made silencer manufacturer, needed to modernize its online presence. Initially seeking a mobile audit, the project revealed deeper structural issues:

• A site overloaded with 80+ plugins
• Security vulnerabilities exposing sensitive data
• Slow site performance frustrating customers
• Frequent crashes threatening conversions

20North delivered a full optimization strategy:

• Fortified Security:
  • Rebuilt compromised sections of the site
  • Removed malicious code and patched vulnerabilities
  • Updated all plugins to current, secure versions
• Boosted Speed & Usability:
  • Reduced plugin bloat, retaining only essential functions
  • Optimized large images for faster loading
  • Upgraded dropdown navigation to a mega menu for seamless browsing
  • Achieved dramatic speed improvements:
    • Mobile score: 1 → 32 (+3,100%)
    • Desktop score: 6 → 52 (+767%)
• Enhanced Reliability:
  • Resolved backend bottlenecks to eliminate site crashes
  • Delivered a smooth, scalable user experience

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Spartan Camera, a leader in cellular trail cameras since 2005, wanted to scale Meta ad performance while overcoming significant hurdles:

• Low Return on Ad Spend (ROAS)
• Stagnant sales despite ad efforts
• Limited audience testing for new customer acquisition
• No dedicated ad creative team for structured creative testing

20North implemented a complete Meta advertising overhaul:

• Redesigned Media Buying Strategy: Aligned campaigns with performance objectives
• Developed & Tested Creative: Produced and tested ad variations for multiple product lines
• Expanded Audience Segments: Targeted untapped markets to drive new acquisitions

Baja Gold, a family-owned brand producing mineral-rich sea salt and ocean-based wellness products, faced several challenges:

• Entering a market dominated by major competitors
• Minimal digital presence and low online sales
• Needed a strong strategy to build credibility and increase visibility

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20North developed and implemented a multi-platform growth strategy:

• Scaled Budget Efficiently: Optimized ad spend to maximize ROI
• Expanded to New Platforms: Introduced TikTok Ads alongside Google and Meta
• Created Brand Awareness: Developed tailored creatives for target audiences
• Refined Audience Targeting: Connected with high-intent buyers and untapped markets

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FastBound, a leading firearms compliance software provider, wanted to increase brand awareness and attract high-quality leads through organic growth. Their organic traffic had stalled, and they needed a strategy to reach new customers. After partnering with 20North, FastBound achieved a 150% increase in total keyword rankings, a 124% lift in organic traffic, and a 102% increase in free trials within one year.

Initial Challenges

• Stagnant organic traffic growth
• Low visibility for high-value keywords
• Limited top-of-funnel content to capture new audiences
• Need for improved on-site engagement and lead conversion

The Solution

FastBound partnered with 20North to execute a strategic digital marketing strategy that would drive organic growth. Our approach included:

• Optimizing Key Pages: Improved visibility for their platform’s most critical features and functionalities
• Creating Long-Form Blogs: Designed to capture top-of-funnel consumers searching for solutions to relevant pain points.
• Enhancing Content Design: Focused on improving user experience and engagement on the site to retain visitors and convert them into leads.

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National Parking is the Southeast’s leading parking management provider. Prior to partnering together with 20North in August of 2023, National Parking launched a new website that encountered an issue with pages not being able to be indexed by Google - which could potentially jeopardize their overall digital visibility. 

National Parking partnered with 20North to establish a strong digital marketing strategy to overcome these challenges. We implemented a comprehensive approach to enhance their website’s performance and digital visibility, including:

• Optimizing Key Webpages: Focused on improving visibility for high-priority search terms relevant to their services and target audience.
• Creating Targeted Content: Developed content to capture top-of-funnel consumers, engaging potential clients at the awareness stage of their journey. 

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Hazard Control Technologies has evolved from a single fire suppression product manufacturer into a globally recognized leader in fire suppression and environmental impact protection. They started out with a minimal digital presence on Google and very few keyword rankings

• Potential customers couldn't find them
• Struggled to attract high quality leads

To address these challenges, HCT partnered with 20North to implement a strong digital marketing strategy focused on organic growth. Key initiatives included:

• Optimizing Key Webpages: Enhanced visibility on Google by targeting high-priority search terms aligned with HCT’s core offerings
• Creating Long-Form Blogs: Developed content to capture top-of-funnel consumers, reaching potential clients unaware of HCT’s solutions

Carpet Tech, a leading home improvement service specializing in carpet and floor care, was struggling with ad spend efficiency and wanted to increase ROI year-over-year while making ad spend more efficient amid rising Google Ads costs. Across one year of partnership with 20North, ROAS grew, branded conversions dropped, and organic performance skyrocketed without sacrificing sales.

• Heavy reliance on branded conversions
• Limited unbranded keyword visibility
• Inefficient ad spend allocation
• Underperforming SEO strategy

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20North implemented a multi-part campaign focusing on improving ROAS for their paid advertising, and growing organic traffic through optimized SEO content and structure throughout their site.

Paid Media

• Reduced branded keyword dependency (branded conversion share dropped from 59% to 18%)
• Drove new customer acquisition with non-branded search ads
• Increased ROAS by 12% YoY, hitting 2.5 despite reduced branded spend
• Added Google Shopping ads for faster online sales wins
• Built high-converting landing pages and scaled budgets after proving profitability

SEO Strategy

• Launched aggressive keyword and content strategy
• Grew rankings from 6,088 keywords → 8,658 (+42%)
• Nearly doubled page-one keywords from 865 → 1,648 (+91%)
• Shifted organic traffic mix from 55% branded → 92% unbranded

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Atlanta Vinyl, a prominent vinyl product retailer, recognized the need to update and optimize their online store for improved conversions. The site, originally built three years ago using a template, required a significant overhaul to better meet the demands of both new and returning customers. The primary goals were to enhance the user experience by modernizing the site aesthetic and improving product navigation to boost engagement and drive higher conversion rates.

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What We Found

After thoroughly analyzing user behavior on the site through Shopify Analytics and GoogleAnalytics, we identified pressing issues in the buyer funnel:

• High bounce rate and low engagement from the homepage
• Low search conversion and conversion rate from key collection pages

Addressing and resolving these gaps in the user experience was determined to produce the greatest positive impact on user engagement and revenue. Other important findings from our analysis included:

• 70% of traffic is mobile
• 80% of sessions passed through three specific collection pages

Our strategy was therefore mobile-first and focused on design optimizations to high-traffic pages – the homepage and popular collection pages that account for most of the revenue.

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Home Page Overhaul: Redesigned the homepage to reflect a modern Shopify experience:

• Removed headers and repositioned benefits above the product layout.
• Introduced an attention-grabbing hero image with compelling copy.
• Implemented a more prominent search bar for easier navigation.
• Combined category options to reduce clutter and enhance userexperience.
• Introduced four large image blocks leading to key category pages.
• Enhanced the design for product cards and layout.

High Impact Collection Pages: Identified and updated all collection pages using the same templates:

• Simplified product cards to include only high-quality images, titles, pricing,and an add-to-cart button.
• Overhauled filter functionality and display to improve the mobile userexperience.
• Focused on key pages such as Heat Transfers, DTF Transfers, andCustom DTF Transfers.

National Capital Industries, a safety equipment supplier located in the DMV area, hired 20North to create a new website for them and continue building their online presence with SEO. At the time they were facing:

• Little to no organic presence 
• An outdated website and user experience 
• Lack of digital brand awareness

20North launched the current version of the National Capital Industries website in March of 2023. We continued to invest in long-term SEO strategies to ensure visibility and increase organic presence.

• Successfully rolled out a new website
• Technical SEO to increase user experience
• Keyword research to understand our target market and how we can reach them on Google 
• Consistent content in the form of blogs to prove authority in the industry and capture top-of-funnel consumers
• Product and category page build-outs with keyword-optimized content to perform well with organic Google results
• Monitored and shifted strategy throughout 

PECOS Outdoor, a Texas-made brand specializing in premium outdoor workstations, was in search of a full-service vendor to scale overall paid media sales. Over the course of the 6-month partnership with 20North, revenue nearly tripled on the Meta platform.

• Overlapping audience segments
• Lack of creative testing
• Stagnant revenue growth

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20North reduced budget inefficiencies while adopting a scalable strategic approach.

• Established campaign & audience segmentation
• Excluded previous purchasers from prospecting efforts
• Tested a multitude of tailored copy & creative
• Ventured into new channels by adding Google Ads
• Utilized lead gen giveaways to funnel users through the buying cycle & expand top-of-funnel growth

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When the pandemic hit, demand for their commercial cleaning and, more specifically, electrostatic disinfection services skyrocketed. The problem was they had a disjointed, fragmented, and absent online presence in many markets. A lack of digital infrastructure combined with shelter-in-place orders meant they couldn’t rely on just outbound sales anymore and all of this demand was going to the competition.

Enviro-Master needed to create an inbound lead funnel as quickly as possible. They had the opportunity to reach new clients and required an enterprise-level website for their brand, microsites in every market, digital advertising, and search engine optimization to do so.

20North was called in to completely turn around Enviro-Master’s digital presence. This included a full SEO & Advertising Campaign.

Our goal was to optimize their content based on specific keywords and find qualified customers while tracking their conversions and adjusting our efforts along the way.

First, we designed and developed a conversion-friendly website complete with microsites in all 88 markets within a record 20 days.

Next, we kicked off SEO campaigns at the corporate and individual market levels to build organic leads that included:

• Designed and developed a conversion-friendly website complete with microsites in all 88 markets within a record 20 days.
• Created Google search, display, and discovery advertising campaigns in each market to start capturing demand fast.
• Kicked off SEO campaigns at the corporate and individual market levels to build organic leads that included:
  ○     Google My Business optimization and review campaigns
  ○     SEO Content marketing and generation
  ○     Geographically focused landing pages for long-tail intent within market territories.
  ○     Video production and YouTube SEO

• Created a proprietary conversion tracking and reporting process that allows the customer to track actual dollars generated through the advertising/marketing funnel.

BRUCE BOLT, an 8-figure CPG brand from Austin, Texas with a focus on the baseball category, partnered with 20North to break through stagnant sales and build long-term category leadership. The work began with paid media in Fall 2023 and expanded into SEO and AEO, or answer engine optimization, as AI search gained share. The phased SEO and AEO program eventually pushed BRUCE BOLT to the #1 AI visibility position in its category.

Challenges across paid, organic, and AI search included:

• Wasted budget and inflated ROAS
• Lack of audience segmentation
• Redundant ad creative
• Ineffective tracking and campaign execution
• Limited organic visibility in the batting gloves category
• No infrastructure for AI search visibility

20North deployed a phased strategy that grew as performance signals validated each expansion, starting with paid media cleanup and layering in SEO, then AEO, as the program matured.

Paid Media Foundation

• Reinstated and optimized the previously suspended Google shopping feed
• Lowered overall spend by 25%
• Installed proper tracking, refreshed creative, and established campaign segmentation
• Ventured into new channels by adding TikTok advertising
• Conducted multivariate testing

Foundational SEO Program (October 2023)

• Launched with 4 blog posts per month targeting long-tail informational keywords
• Built each post with custom infographics, internal linking strategy, expert reviewer schema, and table of contents markup
• Optimized meta titles and descriptions across the site every month to address visibility gaps and lift page 1 visibility for core terms

SEO Expansion

• Doubled blog output to 8 posts per month after early performance confirmed the strategy was driving measurable traffic and revenue gains
• Layered in 10 monthly page optimizations focused on product and collection pages to capture mid- and bottom-funnel search intent alongside the top-funnel blog work
• Set up ongoing competitor monitoring to surface gap opportunities and inform monthly content planning

AEO Integration

• Expanded the program to address answer engine optimization as AI search gained share, building on the existing SEO foundation
• Implemented LLMS.txt, page-specific schema, and structured data to make content readable by large language models
• Deployed the Shopify Knowledge Base app to centralize FAQ content for AI retrieval
• Wove proof points into page copy and blog content to reinforce BRUCE BOLT's category leadership for both human readers and AI models

Blessed Performance is a primary automotive performance parts online retailer, specializing in diesel trucks.

Their customer service and expertise have been a huge part of their success. They strive to provide exceptional service, walking the customer through their journey and helping throughout the way. It was time to translate their excellence into a digital space, and 20North was excited to be a part of the process.

Before partnering with 20North, SEO was not a focus. While expanding operations with a newly secured warehouse, Blessed Performance was looking to take its reach to a new level.

Their primary objective for further growing the business centered around taking market share from competitors. Advertisements and forum posts had helped Blessed Performance grow up to a point, but this would not sustain the company’s long-term growth and full potential. Instead of renting Google space through advertisements, Blessed Performance was interested in owning that space with SEO.

To take key market share from industry leaders and move up on Google, Blessed Performance needed higher online exposure through relevant content that attracts buyer interest.

20North partnered with Blessed Performance to increase the brand’s online relevance and organic traffic. Our main goal was to reach these organic users and bring them to the site to convert.

To complete our goals, the team kicked off an SEO campaign with the focus of moving high-intent, priority keywords to page 1 of Google’s results page. We were successful in ranking on page one for not only more keywords, but more relevant keywords. Our specific strategy included some of the following.

• Keyword research allowed us to understand what the consumers were searching for and how we could reach them
• We kicked off with a site structure that helped web pages rank on Google and set a foundation for SEO success
• Long-form blogs were a huge success, focusing on our specific keywords. These blogs help us reach new users while also building up Blessed Performance as an industry leader and resource
• Collection page optimizations added relevant content to product categories that enhanced the user’s experience and improved the page’s ranking on Google
• Product optimizations were specific to their priority products and, again, optimized content on the page that would help their offerings show up on Google
• Throughout our campaign, we maintained conversion tracking that allowed us to see organic growth, report our success, and tweak any of our efforts along the way

Medical Packaging Inc., LLC (MPI) is a leader in the pharmaceutical packaging industry. They manufacture unit dose medication, pharmaceutical packaging and labeling systems, equipment, barcode labeling software, and materials. MPI provides these high-quality packaging solutions to hospitals, pharma and contract drug manufacturing organizations, long-term care facilities, and many more within the healthcare/pharmaceutical markets.

Founded in 1971, they have become the world’s top unit dosage packaging system manufacturer, serving customers in North America, South America, Europe, and the Middle East. Their goal is to be the premier manufacturer of pharmacy/pharmaceutical packaging solutions that save patients’ lives and boost productivity in healthcare networks and pharma industry.

For every business website, whether E-commerce, service-based, B2B, or B2C, there lies an opportunity to bring in more users through unbranded keywords. Showing up for unbranded searches, whether that be a product, service, question, or trending topic, is based on your website’s SEO. Producing valuable content will allow new users to find your site and your company’s solutions. Not only does this spread brand awareness and help you become an industry resource, but it also creates real conversions and profit.

Our strategy starts with in-depth keyword and industry research to understand what consumers in our target healthcare markets are searching for. By aligning MPI’s solutions with industry trends, questions, and high-volume topics, we consistently produced long-form blogs. Strategic writing ensures these blogs are ranked on Google, multiple even ranking #1 on the search engine page. Alongside our blogs, we have also optimized some of MPI’s product pages to ensure these transactional web pages are showing up on Google.

Our blogs have brought in over 6,000 users and have acted as top landing pages for MPI’s website. All of our work combines to raise the overall value of MPI’s website and increase their 2022 organic users by 53%.

• Keyword research
• Optimize landing pages
• Long-form blogs
• Technical SEO

Online presence is important for any business, especially those who are looking to expand in a niche industry. Owning the space starts with high-quality products, but being able to communicate those products and reach the right audience is key. Prior to our partnership, Hold Up Displays was on the right track, but needed guidance with a clear strategy and the right content that would help target the right users.

A true combination of passion and expertise, Hold Up Displays was started in 2007 with the goal of providing high-quality, highly-functional firearm displays in gun shops. It has since expanded to meet the needs of any and every gun owner, with a modular system that provides a safe, effective, and professional way to store and display firearms.

HoldUp Displays uses the best materials to create displays for a variety of firearms, archery equipment, and tactical gear. Their gun wall products are the best in the industry, manufactured in the USA and designed by gun enthusiasts for homes, vaults, tradeshows, and gun shops. They also create a variety of wall mounts, free-standing racks, and accessories.

Content was king in the Hold Up Displays pilot. New content meant new users and more conversion opportunities on their site. This SEO-rich content includes the following:

• Long-form blogs provided many benefits to the website, acting as a useful resource for current customers while also bringing in new users and expanding to new audiences, those who may not know about Hold Up Displays
• Building out main category pages was key to beating out the competition in those high-priority keywords. The new page design enhanced the user experience and made the page more conversion friendly.
• User-friendly changes to main pages that increased engaged sessions by 27%
• To target those transactional keywords and provide real solutions to a consumer’s search, we built out descriptions, information, & FAQs on specific product pages, all in an effort to drive that conversion completion
• Technical SEO to ensure users are finding the site and having the best experience

Today, the modern B2B buyer is digital-first and self-guided, flipping the traditional sales funnel and leaving fewer opportunities for sales teams to engage directly with prospects.

The Folloze Buyer Experience Platform provides the collaboration tools sales and marketing teams need to target and engage buyers effectively. Folloze solves challenges created by digital transformation by empowering frontline marketers, strengthening the partnership between sales and marketing, and measuring engagement at every step of the journey to inform future campaigns. Folloze is the most innovative and powerful buyer experience platform on the market. With their innovative technology and a primary focus on empowering B2B marketers to easily create engaging, content-rich experiences, ABM and demand-gen campaigns have never been more effective and personalized. Folloze has and will continue to pioneer the future of marketing.

The marketing industry had never seen a buyer experience platform as advanced and innovative as Folloze to help marketers maximize their ABM, demand-gen campaigns, and more., But Google was not working in their favor. Before partnering with 20North, Folloze did not focus on SEO initiatives and the marketing content produced was held on a subdomain. 20North knew the potential Folloze had on Google and how to progress their traffic and keyword rankings with targeted SEO efforts.

20North Marketing and Folloze started their partnership in August of 2021. Our primary goal was to increase the brand’s relevance and organic traffic, leading to increased conversions. With the highly competitive account based marketing space, we knew SEO success was going to be an important piece of the puzzle, so 20North created an effective and aggressive SEO strategy. The calculated strategy consisted of foundational work, technical work, and increased output of content. Specific components of our SEO strategy included:

• Starting off the relationship with extensive competitor analysis and keyword research to track relevant keywords Folloze was already ranking for, along with new keyword targets.
• Creating an improved site structure to elevate keyword rankings across their web pages and set the site up for success.
• Conducting main page optimizations with relevant keyword-focused content to further the SEO foundation and improve keyword rankings and organic traffic.
• Implementing Technical SEO, including moving the blog off a subdomain, to ensure the effectiveness of our foundational work.
• Creating new long-form content based on the key solutions and features of the Folloze platform.

20North Marketing and Folloze started their partnership in August of 2021. Our primary goal was to increase the brand’s relevance and organic traffic, leading to increased conversions. With the highly competitive account based marketing space, we knew SEO success was going to be an important piece of the puzzle, so 20North created an effective and aggressive SEO strategy. The calculated strategy consisted of foundational work, technical work, and increased output of content. Specific components of our SEO strategy included:

Roam is a shared workspace offering flexible month-to-month memberships, offices, and offsite meeting spaces. The brand started in Alpharetta in 2008 with the goal of providing a better solution for remote workers on the go and has since expanded into larger meeting rooms and dedicated offices across Atlanta, Georgia and Dallas, Texas.

Before partnering with 20North, Roam's marketing efforts focused on content development, in-person events, and partnership strategies, with a ton of untapped digital strategies. By 2022, there was a clear need to optimize Google as a marketing channel. An initial look at organic traffic surfaced a familiar problem: the majority of traffic was coming from branded terms, leaving Roam stagnant in organic users and conversions on non-branded terms.

The partnership began with SEO and local search in 2022 and expanded into paid media, location-specific service pages, and answer engine optimization as AI search gained share. Today, Roam holds the #1 AI visibility position in its category, far ahead of the next closest competitors.

Challenges across organic, local, paid, and AI search:

• Traffic concentrated on branded terms only
• Limited visibility for non-branded, location-based searches
• Untapped Google Ads opportunity for high-intent keywords
• New location openings outpacing site content
• No infrastructure for AI search visibility

20North deployed a phased SEO and local strategy that grew in response to performance, expanding from foundational content and local optimization into multi-location service pages and AEO infrastructure as Roam's footprint expanded.

Foundational SEO and Local Strategy (October 2022)

• Launched with 2 blog posts per month targeting long-tail informational keywords, each built with custom infographics and internal linking
• Paired blog work with Google Business Profile optimizations across every Roam location
• Monthly meta title and description optimization to address visibility gaps and improve click-through rates
• Recurring monthly strategy sessions with the Roam team to surface page content recommendations and align SEO direction with business priorities

Paid Media Layer

• Built a Google Ads campaign focused on high-intent, conversion-ready keywords
• Drove qualified leads that converted at higher rates than organic alone
• Captured demand on competitive non-branded terms where organic wins take longer to materialize

Location and Service Page Push

• Built 21 unique location landing pages to capture local search demand across Roam's growing footprint
• Shifted the monthly deliverable mix to 2 pillar page build-outs or on-page optimizations alongside 2 blog posts
• Focused on location-specific service pages Roam had not previously published
• Continued Google Business Profile work in parallel to reinforce local visibility across markets
• Ongoing content updates and page build-outs aligned to new location openings and naming changes as Roam's footprint expanded

The combined push grew Roam's page-one keyword footprint by 130% on Google, validating the location-and-pillar strategy as the right scale-up for a multi-market coworking brand.

AEO Integration

• Expanded the program to address answer engine optimization as AI search gained share, building on the existing SEO foundation
• Implemented LLMS.txt, page-specific schema, and structured data to make content readable by large language models
• Embedded expert reviewers on blog content and added FAQ sections to blog and page content to support AI retrieval
• Integrated direct, unique quotes from the Roam team and in-house experts into blog content to establish proprietary proof points that AI models can attribute and surface